CONCORD, N.C. (AP) — Dale Earnhardt Jr. already has NASCAR’s most popular driver role locked down. Could he someday be Superman, too?
Maybe, under a 3-year deal between Hendrick Motorsports and Warner Bros. Consumer Products and DC Entertainment. The partnership allows Hendrick teams and partners to develop promotions and content, and license merchandise.
The program gives access to Kasey Kahne, Jeff Gordon, Jimmie Johnson and Earnhardt, as well as the Super Hero characters including Batman, Superman, The Flash and Green Lantern.
Potential programs include co-developed car paint schemes, comic books and digital content incorporating DC Comics Super Heroes and illustrated likenesses of Hendrick Motorsports drivers. Team partners will have exclusive opportunities to align with upcoming Warner Bros. Consumer Products and DC Comics-inspired programming and releases.
All four Hendrick drivers marked the deal by changing their Twitter avatars to look like superheroes Thursday. Earnhardt will have a National Guard/Superman Hall of Heroes paint scheme for the Coca-Cola 600 next week at Charlotte Motor Speedway.
“Working with Warner Bros. Consumer Products and DC Entertainment will make for an innovative and impactful partnership,” said team owner Rick Hendrick. “Adding value to sponsor relationships, developing an even stronger retail licensing platform and engaging with young people are high priorities for us. This collaboration will generate many opportunities in those areas.”